Consumer Behavior
Chat commerce can boost retail revenue, claims survey
February 16, 2021
Retailers employing chat commerce technology can benefit from higher revenue, improved customer retention, reduced service costs and greater marketing effectiveness.
Those are findings from a Aberdeen Research survey, commissioned by Clickatell, that polled 405 companies across various industries, according to a press release.
The technology can delivery a 75% boost in annual revenue growth and a 48% increase in customer retention rates, according to the research results.
Aberdeen's survey data reveals many forms of chat — including WhatsApp, live chat and mobile in-app messaging — rank high in terms of planned adoption as companies seek more connection with consumers and 46% of businesses have implemented messaging apps or plan to do so in the next 12 months.
"Chat enables customer-friendly digital transformation and best practices are applicable in all industries," Omer Minkara, Aberdeen VP and principal analyst, said in the release. "By making digital transformation efforts customer first, not business first and focused on internal needs, companies will see greater success in satisfying and delighting their customers."
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